Meta Andromeda 2.0 Explained: What Actually Changed for DTC Brands

Meta Andromeda V2 is here to sharpen your creative-driven targeting. Learn how to refine your approach for better performance. Olly spent three days in Dublin with Meta's data scientist team two weeks ago, going through what the rebuild actually means for how you run Meta ads. This is everything they shared, including the launch and testing standards Meta gives its own agency partners. This podcast is proudly sponsored by HyperGrowth. Your next stage of growth comes down to the team behind it. HyperGrowth only recruits in D2C across growth, CRM, creative, Amazon, ops, supply chain, finance and people, right up to C-suite. Nutrition Geeks, ARNE and Abbott Lyon have all built teams with them, and 99% of searches end in a hire. Got a hire you can't afford to get wrong? Click here: https://hypergrowthrec.co.uk We go into everything. - 1 billion ads scored per second per server, on 300x fewer computations, and nearly 2.5% more conversions platform-wide than 2025. - Why Meta had to rebuild it: generative tools flooded the eligible pool and retrieval became the bottleneck. - An example of how this applies to a brand. - Why you shouldn't kill a concept inside three days. - What not to touch: no new settings, no account rebuild, no reset learning phases. Meta's engineering paper, 28 October 2026: https://engineering.fb.com/2026/10/28/ml-applications/meta-andromeda-next-gen-ads-retrieval-gpu-co-design/ 🚨🚀 If you're a brand spending £100K/month, we'll run your ads. Apply for your growth roadmap: https://eu1.hubs.ly/H0wjzrY0 00:00 Meta has released Andromeda 2 02:30 From every eligible ad to one impression 04:00 Miss the shortlist and nothing happens 06:23 One model to a mixture of experts 08:50 The signals that define you 11:17 The router that wakes the experts 13:32 Why Meta had to rebuild retrieval 15:16 What it means for brands 17:33 Concept, execution, iteration 19:49 Sarah has three reasons to buy 22:15 Three reasons become 108 ads 24:43 70/20/10 and what spend buys you 27:06 The 3% you lose on ads that never spend 27:51 Creative testing: why day three is too early 29:50 What hasn't changed 31:15 The seven-day checklist 33:32 Relevance is the new reach Follow Olly: https://linktr.ee/ollyhudson Follow Joe: https://linktr.ee/joe_marston Follow Loukas: https://shorturl.at/TRI8B / https://x.com/LoukasHambi Follow Liam: https://www.linkedin.com/in/liam-dean-a11a43152/ Follow D2C Diaries: https://www.tiktok.com/@d2c.diaries / https://www.instagram.com/d2c_diaries/